So I read this story today - Bell CEO launches $50-million mental-health initiative
What?!
I had to refresh the page to make sure there wasn't some html error that somehow mixed up a mental health story with a Bell Canada story.
I mean - WOW. What's going on here?
I've never been a fan of Bell Canada. In fact I've always waited for the day when I could get a Skype number in Canada and cut loose of Bell. But now... my view of Bell has just changed 180 degrees.
In an era where maximizing profits at any cost seems to be the rule... Bell has catapulted itself to the front of the pack when it comes to corporate social responsibility and it has radically changed how I see them as a service provider.
From a PR / branding perspective this was one heck of a risky move as it doesn't support Bell's share price in any identifiable manner. It would have been easier to justify a $50M advertising campaign than a $50M mental health initiative - I mean, mental health as a national issue isn't Bell's problem right? There was no impetus for them to step up here - they could easily just leave the issue to government (read this story to understand why this remark is tongue and cheek).
Yet, when you think of it, this move is genius.
Brands are becoming more about just the product and quarterly revenues, they are also about aligning corporate philosophies with consumer philosophies. Take BP for instance... who wants to fill up at a BP gas station anymore?
By becoming a force for social good, Bell has radically changed how it is perceived by its customers (or at least I think this will occur). If I'm going to buy a product and I know that buying it from Bell means that some of the money they make from me might go towards a worthy cause, I'm going to be much more open to buying from them - because if I can get the product I want and do a little good in the world, I'm definitely going to choose that route.
This initiative also goes to show the power of public relations. While the coverage and brand equity generated from this initiative won't equal $50M, its value will be in the millions and arguably will be just as beneficial to Bell as any marketing campaign would be. In fact, I'd argue the lasting brand value here is enormous compared to a basic marketing campaign.
We see a commercial and we forget it a month later (of course with the exception of the Old Spice commercial). But when you see a company stepping up to benefit society as a whole - that's something you remember. In fact, it may be the only thing you remember when you're at Best Buy picking which cell phone you are going to buy.
The old saying 'actions not words' comes to mind - instead of just talking (ie. advertising), Bell is taking action and that radically changes how you view their brand.
Now, this alone won't make up for bad products, pricing or customer service - so you still have to excel in those areas - but this was a giant step in the right direction if Bell is looking to be seen a visionary company that is synonymous with the common good.
Combine this with their recent acquisition of CTV and I find myself asking "Who is Bell Canada?" - because they sure aren't the Bell Canada I've known for the past 20 years. You start to get the sense that for perhaps the first time they have a truly visionary leadership team that thinks big and makes big moves.
I think the other facet to this story that is interesting, and which further supports my thesis that Bell is making moves that will be seen as visionary five, ten or 15 years down the road, is that citizens are losing faith in government to solve problems. It's less evident here in Canada and much more pronounced in the US, but it's a common theme around the world.
People want solutions to problems - not endless studies, summits, or blueprints for getting somewhere in 20 years (even though those things are good and necessary to have) - people want action. That's what the corporate structure is designed to do (ideally anyway)... get the right people together, tackle problems and come up with effective solutions quickly.
One has to assume that Bell will apply the $50M to projects that efficiently support the end goal of actually having a real-world impact and that they aren't simply tossing the money blindly in to a variety of black hole projects - they didn't need to pony up $50M if they are just looking for publicity and not results.
So in summary, thumbs up on the PR front to Bell. In one fell swoop they've managed to align their brand with a social issue affecting nearly every Canadian family in one way or another, transform their brand from that of a giant, faceless corporation to one that now appears human and interconnected with the common good, and lastly, have positioned their business as one that rises to big challenges with optimism and confidence that solutions to tough problems can be found.
It will be interesting to see if I'm correct in my belief that this move reflects the start of a new, visionary Bell Canada that seeks to have a brand Canadians believe in over the years to come and which radically redefines how blue chip corporations are seen in relation to social issues.
If the motto for the 21st century becomes 'Do Good' - and it very well may become the rallying cry - then Bell Canada seems to be evolving to thrive in such an environment, which in the end will benefit shareholders.
What?!
I had to refresh the page to make sure there wasn't some html error that somehow mixed up a mental health story with a Bell Canada story.
I mean - WOW. What's going on here?
I've never been a fan of Bell Canada. In fact I've always waited for the day when I could get a Skype number in Canada and cut loose of Bell. But now... my view of Bell has just changed 180 degrees.
In an era where maximizing profits at any cost seems to be the rule... Bell has catapulted itself to the front of the pack when it comes to corporate social responsibility and it has radically changed how I see them as a service provider.
From a PR / branding perspective this was one heck of a risky move as it doesn't support Bell's share price in any identifiable manner. It would have been easier to justify a $50M advertising campaign than a $50M mental health initiative - I mean, mental health as a national issue isn't Bell's problem right? There was no impetus for them to step up here - they could easily just leave the issue to government (read this story to understand why this remark is tongue and cheek).
Yet, when you think of it, this move is genius.
Brands are becoming more about just the product and quarterly revenues, they are also about aligning corporate philosophies with consumer philosophies. Take BP for instance... who wants to fill up at a BP gas station anymore?
By becoming a force for social good, Bell has radically changed how it is perceived by its customers (or at least I think this will occur). If I'm going to buy a product and I know that buying it from Bell means that some of the money they make from me might go towards a worthy cause, I'm going to be much more open to buying from them - because if I can get the product I want and do a little good in the world, I'm definitely going to choose that route.
This initiative also goes to show the power of public relations. While the coverage and brand equity generated from this initiative won't equal $50M, its value will be in the millions and arguably will be just as beneficial to Bell as any marketing campaign would be. In fact, I'd argue the lasting brand value here is enormous compared to a basic marketing campaign.
We see a commercial and we forget it a month later (of course with the exception of the Old Spice commercial). But when you see a company stepping up to benefit society as a whole - that's something you remember. In fact, it may be the only thing you remember when you're at Best Buy picking which cell phone you are going to buy.
The old saying 'actions not words' comes to mind - instead of just talking (ie. advertising), Bell is taking action and that radically changes how you view their brand.
Now, this alone won't make up for bad products, pricing or customer service - so you still have to excel in those areas - but this was a giant step in the right direction if Bell is looking to be seen a visionary company that is synonymous with the common good.
Combine this with their recent acquisition of CTV and I find myself asking "Who is Bell Canada?" - because they sure aren't the Bell Canada I've known for the past 20 years. You start to get the sense that for perhaps the first time they have a truly visionary leadership team that thinks big and makes big moves.
I think the other facet to this story that is interesting, and which further supports my thesis that Bell is making moves that will be seen as visionary five, ten or 15 years down the road, is that citizens are losing faith in government to solve problems. It's less evident here in Canada and much more pronounced in the US, but it's a common theme around the world.
People want solutions to problems - not endless studies, summits, or blueprints for getting somewhere in 20 years (even though those things are good and necessary to have) - people want action. That's what the corporate structure is designed to do (ideally anyway)... get the right people together, tackle problems and come up with effective solutions quickly.
One has to assume that Bell will apply the $50M to projects that efficiently support the end goal of actually having a real-world impact and that they aren't simply tossing the money blindly in to a variety of black hole projects - they didn't need to pony up $50M if they are just looking for publicity and not results.
So in summary, thumbs up on the PR front to Bell. In one fell swoop they've managed to align their brand with a social issue affecting nearly every Canadian family in one way or another, transform their brand from that of a giant, faceless corporation to one that now appears human and interconnected with the common good, and lastly, have positioned their business as one that rises to big challenges with optimism and confidence that solutions to tough problems can be found. It will be interesting to see if I'm correct in my belief that this move reflects the start of a new, visionary Bell Canada that seeks to have a brand Canadians believe in over the years to come and which radically redefines how blue chip corporations are seen in relation to social issues.
If the motto for the 21st century becomes 'Do Good' - and it very well may become the rallying cry - then Bell Canada seems to be evolving to thrive in such an environment, which in the end will benefit shareholders.
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